A series of satirical above-the-line adverts, that poke good-humoured fun at the Aussies ahead of the first Ashes test next month, have been launched by Pedigree brewer Marston¬ís reflecting the true spirit of the historic clash.

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Marston¬ís Ignites the Ashes Banter

2 July 2009 | by The Retail Bulletin

A series of satirical above-the-line adverts, that poke good-humoured fun at the Aussies ahead of the first Ashes test next month, have been launched by Pedigree brewer Marston¬ís reflecting the true spirit of the historic clash.

Well-chosen banter has always been a unique feature of the Ashes - before, during and after the series. Started by the Australian's themselves in 1882 when the English Sporting Times published an

Aussie-funded advert bearing the infamous lines 'English cricket has died and the body will be cremated and the ashes taken to Australia', satirical wit has been as prolific off the field as it is on.

Marston's Marketing Director, Peter Jackson said: “England and Australia love to 'hate' each other for the five test matches that stand between them and that tiny urn, it's a unique rivalry that you don't find at any other test - but it's all in good humour.

“The very fact that we have engaged in a bit of light-hearted banter is a more of a compliment than anything else. The Aussies would probably be more offended if we didn't!”

Part of Marston's 'England has it campaign', the cleverly-worded tongue-in-cheek ads include the lines: 'England has History. Australia has Previous'; 'We have beer in our blood. Australians have lemon juice in their hair' and 'We're English, we brew beer. You're Australian, you serve it.'

Created by DLKW the campaign plays on the 'Pedigree' of the England side over their Australian counterparts. Using traditional brewing imagery including a tiled pub sign, decorative pub mirror and British pub beer mats to communicate the best of English heritage against our outback cousins' alternatives.

The ads will appear on posters around cricket grounds as well as press, 96 sheets and tactical experiential PR activity.

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